Cross-channel
connection

As part of international hospitality real-estate group PPHE’s journey towards a premium listing, it has transformed its position from a pure hospitality business to a property entity.
A clearly articulated investment story was vital in establishing a presence that would appeal to new institutional investors outside the hotel and leisure space.

The valuation of PPHE’s real estate assets and the adoption of EPRA metrics have helped to broaden its appeal, while its ambition to join the premium FTSE Indices helped engage a wider potential investor base and improve its liquidity. 

Communicating a compelling and consistent investment proposition across multiple communications channels was critical to successfully harnessing the potential PPHE’s transformed position provided. Luminous created a complete corporate suite of materials to convey a consistent and compelling story, including print and online versions of the Annual Report, results presentations, factsheets and a new investor website. 

The strategic story focused on highlighting an extensive experience in hospitality, underpinned by continual reinvestment in the business. To convey this, we developed the value-creation story by emphasising the unique strength of the Group’s business model in its approach to asset acquisition, development, hotel operation and refinancing to fund new investments. We articulated its strategy to drive growth and create long-term value while recognising and developing opportunities to help assets reach their full potential.

As the Group’s main corporate channel, the Annual Report is particularly central in conveying the investment case to investors and analysts. It showcases and reinforces the Group’s position as creators of great experiences for guests and value for shareholders and other stakeholders. The report sets out the Group’s culture of innovation and shows how the leadership team sets the bar high when it comes to agility and entrepreneurial flair. The content is underpinned by best-practice structure and narrative. 

The content generated for the printed report was utilised across the communications suite to tell PPHE’s story in a consistent manner to a wide stakeholder base, which included extensive use for employee engagement. Creative assets, such as infographics, were repurposed for use online, in animation and in PowerPoint templates.

The digital channels provided a great opportunity to share key content with wider stakeholders such as current and prospective employees and partners. The online report presents key messages in a dynamic way, utilising rich media such as film content. It brings to life PPHE’s value-creation story and immerses the reader in the high-quality brand experience enjoyed by the Group’s guests. 

Since entering the FTSE 250, PPHE’s share price has performed strongly, with the improved valuation reflecting the successful communication of its revised investor positioning.

2019 Awards
Shortlisted
Most Effective Overall Communication of Company Investment Proposition,
IR Society Best Practice Awards
Winner
Best Report, Property Marketing Awards

pphe.com/media/reports-and-presentations/2020